Post by Huw - Biz Dev Director on Aug 17, 2013 14:44:02 GMT 9
www.mckinneyconsulting.com/index.php/leaders-library/248-horizon-communications-raiders-of-the-lost-art
An interesting read of an article recently commissioned for 'McKinney Consulting' website.
Horizon Communications: Raiders of the Lost Art
By, Horizon Communications
Confucianism and the collective consciousness. Miracle on the Han River. Record economic growth. Change. Developing industries. Creative economy. Samsung. Speed of change. LG. High technology. Arms newly opened to foreign business. Business liberalization. Oh, and speed of change.
From the perspective of the international businessman, there has never been a better time to do business in Korea. The business engine is purring, the wheels as oiled as they’ve ever been and the business landscape never so manicured, so cultured. No surprise then that there have been an increasing number of curious glances towards the Korean market by those interested in making their mark. However, for those eyeing the business opportunities being flaunted tantalizingly by Korea, there is a word, a deed, a cultural conceit, a caution to consider: communication. In this regard and to be blunt, in Korea, it’s a jungle out there.
One of the most important aspects to any business the world over, and yet mind bogglingly over looked by many in business, international and Korean alike, is the ability to communicate face to face and from a company standpoint. Note that the operative word is ‘communicate’ and not simply ‘talk’. That something so simply important and so deceptively simple is over looked is nothing short of gross incompetence, but where Korea is concerned, when business ambitions in a foreign market are at stake, ignoring appropriately good communications practices is a crime: a crime against one’s own ambitions.
Much is made about language acquisition in Korea – particularly of English – and there is the habit that most Koreans have of assuming that a high standard of English equates to a high standard of communication. Well, those of us that have been living and doing business in Korea know this to be the fallacy it is. The adjusted, unnatural syntax, the expectations behind that use, the context and tempo, timbre and implacable expressionism form a heady admixture that often transforms English into a foreign language when used by many a Korean. There are many an international businessman, on the other hand, who believes his passport to fame and fortune in Korea to be his innate mastery of English.
What this means to the person seeking to do business in Korea is this – gain a sound grasp of communicating most effectively within the Korean cultural dimension. This involves understanding the different styles of communication employed in Korea, compared to one’s home country, to gain an understanding of the values and preferences held most dear in the Land of the Morning Calm.
For example, Korea has been defined by communications scholars as being a collectivistic culture and, as such, employs heuristic prompts, such as group agreement, in the decision making process (as opposed to the individualistic cultures exhibited by many Western countries). Because of this Korean desire to assimilate with the group, the sharp-minded might craft their communications to demonstrate a group appeal or advantage in order to be more persuasive – the simplest example of this, perhaps, would be to engage prospective Korean business colleagues with the collective ‘we’ rather than the individual ‘I’ and ‘you’.
Horizon Communications has postulated that Koreans employ a largely ‘symbolic-affective’ style in their media/marketing communications whereas an ‘accommodation oriented’ style is used in person to person communications. A ‘symbolic-affective’ style references that fact that much Korean media relies on emotional appeals and alludes to more diffusive cultural values, such as family, friends, country, the future and dreams, than might their Western counterparts who might focus on independence, self-worth, and self-reliance. An ‘accommodation-oriented’ style is the result, according to researchers, of Korea (along with being a collectivistic culture) being a high context nation. The measure of this is that Koreans tend to employ more indirect forms of communication so as to avoid confrontation and rejection (by others or by the group). Thus, the initiated might learn when to couch their imperatives as provocatives (questions) or requests. Turn the dial up on their use of superlatives and that sometimes deferring can be a greater communicative salve than referring.
The culturally aligned communications advice detailed above unsurprisingly sees its application vary according to context, person and time – no, it was never going to be as easy as all that as no advice is absolute, especially where communicating in a different culture is concerned. However, as the reflection of local cultural values in marketing communications has now become de rigueur, it would stand to reason that culturally sensitive personal and corporate communications would be nothing less that a make or break consideration for anyone planning to do business in Korea.
No, those intending to do business in Korea have to become more, become an adventurer in search of the lost art – the heretofore undiscovered way of culturally crafting communications in the way that is essential for doing business in Korea. A professional communications company that understands Western and Korean communication styles must be unearthed – and that’s the problem. Finding such a company in Korea is not easy, nigh on impossible in fact. The Samsung’s of the land may have in-house communications departments/specialists but still tend to farm out important PR/advertising business to foreign firms. At the level of the SME, the picture becomes chillingly grim: communications is often a concept that is less half formed than unformed and abandoned – no, not abandoned, disowned. Farmed out to an employee’s university-attending daughter who studied English in the UK or US. And the well-intentioned international businessman would do well to remember that this might be the level of communication he would experience and subsequently come to resent: outcome to avoid…frustration and rage.
Better then to come prepared, set an example, clear the jungle as it were. Better to come with the intention of communicating in a manner that is as effective as it is concise. Whose brevity is matched only by its clarity. And in a manner that doesn’t simply match the message but the cultural dimension as well.
Indeed, finding the Philosopher’s Stone might be easier than finding in Korea a professional communications company that has a practical and academic command of Western and Korean communication styles. Both have something of a mythical nature and both are capable of turning something inert to gold. So the intrepid entrepreneur might have to be something of an adventurer when seeking to do business in Korea. A whip and fedora every bit as necessary as a strong network of connections and the value possessed in a chosen industry.
It really is a jungle out there to those considering doing business in Korea: an overgrown mass of miscommunication that has swallowed many an unprepared entrepreneur and left them never to be seen again. However, the foresight to employ an expert guide, such as Horizon Communications, to help you navigate your way through this unbridled cultural verdancy of sign, signifier and signified might just help turn your business in to the stuff of legend.
Let Horizon Communications be your Philosopher’s Stone.
About Horizon Communications
Horizon Communications is an independent communications company that offers advanced educational and corporate communications services. This company can train, consult and strategize on all matters to do with communications and provides a level of academic and corporate communications expertise, and a level of cultural sensitivity, Western and Korean, lacked by other companies.
Horizon Communications was founded by three like-minded individuals: Sean Ramnarine, Huw-Morgan Evans and Helen Seo.
Sean Ramnarine has an exceedingly unique background. He has a PhD is Pharmacology and a Master’s in professional writing. Using his unique skill set, Sean has taught writing in the UK and has worked in an independent communications capacity for The Korea Herald, Seoul Metropolitan Government, the Korean Government and most of the major Korean corporations. In addition, Sean has taught at several Korean universities and has developed and taught communications content at Inha University.
Huw-Morgan Evans has managed high-end hospitality and retail operations across the globe. After returning to the UK to take up a senior management position in the head office of the world’s 3rd largest retail company, Huw struck out on a new challenge in Korea. In Korea, Huw has developed and implemented a completely new interview procedure for LG; has worked with top level executives from LG, Samsung, governmental bodies and many more; guest lectures on business topics at three of Korea’s top ranked universities; and has helped Korean companies penetrate new markets in Brazil and Mexico.
Helen Seo is the Korean pillar of Horizon Communications. After completing studies in Europe, she undertook a Master’s in Textile Products Marketing at the University of Carolina, a PhD in International Retailing and Consumer Sciences at the University of Tennessee and a post doctoral position in International Trade Policy at George Washington University. Armed with such an academic background in international trade and marketing, Helen had most recently been lecturing at Yonsei University, one of Korea’s top ranked universities, where she was awarded the Lecturer of the Year Award for 2013.
An interesting read of an article recently commissioned for 'McKinney Consulting' website.
Horizon Communications: Raiders of the Lost Art
By, Horizon Communications
Confucianism and the collective consciousness. Miracle on the Han River. Record economic growth. Change. Developing industries. Creative economy. Samsung. Speed of change. LG. High technology. Arms newly opened to foreign business. Business liberalization. Oh, and speed of change.
From the perspective of the international businessman, there has never been a better time to do business in Korea. The business engine is purring, the wheels as oiled as they’ve ever been and the business landscape never so manicured, so cultured. No surprise then that there have been an increasing number of curious glances towards the Korean market by those interested in making their mark. However, for those eyeing the business opportunities being flaunted tantalizingly by Korea, there is a word, a deed, a cultural conceit, a caution to consider: communication. In this regard and to be blunt, in Korea, it’s a jungle out there.
One of the most important aspects to any business the world over, and yet mind bogglingly over looked by many in business, international and Korean alike, is the ability to communicate face to face and from a company standpoint. Note that the operative word is ‘communicate’ and not simply ‘talk’. That something so simply important and so deceptively simple is over looked is nothing short of gross incompetence, but where Korea is concerned, when business ambitions in a foreign market are at stake, ignoring appropriately good communications practices is a crime: a crime against one’s own ambitions.
Much is made about language acquisition in Korea – particularly of English – and there is the habit that most Koreans have of assuming that a high standard of English equates to a high standard of communication. Well, those of us that have been living and doing business in Korea know this to be the fallacy it is. The adjusted, unnatural syntax, the expectations behind that use, the context and tempo, timbre and implacable expressionism form a heady admixture that often transforms English into a foreign language when used by many a Korean. There are many an international businessman, on the other hand, who believes his passport to fame and fortune in Korea to be his innate mastery of English.
What this means to the person seeking to do business in Korea is this – gain a sound grasp of communicating most effectively within the Korean cultural dimension. This involves understanding the different styles of communication employed in Korea, compared to one’s home country, to gain an understanding of the values and preferences held most dear in the Land of the Morning Calm.
For example, Korea has been defined by communications scholars as being a collectivistic culture and, as such, employs heuristic prompts, such as group agreement, in the decision making process (as opposed to the individualistic cultures exhibited by many Western countries). Because of this Korean desire to assimilate with the group, the sharp-minded might craft their communications to demonstrate a group appeal or advantage in order to be more persuasive – the simplest example of this, perhaps, would be to engage prospective Korean business colleagues with the collective ‘we’ rather than the individual ‘I’ and ‘you’.
Horizon Communications has postulated that Koreans employ a largely ‘symbolic-affective’ style in their media/marketing communications whereas an ‘accommodation oriented’ style is used in person to person communications. A ‘symbolic-affective’ style references that fact that much Korean media relies on emotional appeals and alludes to more diffusive cultural values, such as family, friends, country, the future and dreams, than might their Western counterparts who might focus on independence, self-worth, and self-reliance. An ‘accommodation-oriented’ style is the result, according to researchers, of Korea (along with being a collectivistic culture) being a high context nation. The measure of this is that Koreans tend to employ more indirect forms of communication so as to avoid confrontation and rejection (by others or by the group). Thus, the initiated might learn when to couch their imperatives as provocatives (questions) or requests. Turn the dial up on their use of superlatives and that sometimes deferring can be a greater communicative salve than referring.
The culturally aligned communications advice detailed above unsurprisingly sees its application vary according to context, person and time – no, it was never going to be as easy as all that as no advice is absolute, especially where communicating in a different culture is concerned. However, as the reflection of local cultural values in marketing communications has now become de rigueur, it would stand to reason that culturally sensitive personal and corporate communications would be nothing less that a make or break consideration for anyone planning to do business in Korea.
No, those intending to do business in Korea have to become more, become an adventurer in search of the lost art – the heretofore undiscovered way of culturally crafting communications in the way that is essential for doing business in Korea. A professional communications company that understands Western and Korean communication styles must be unearthed – and that’s the problem. Finding such a company in Korea is not easy, nigh on impossible in fact. The Samsung’s of the land may have in-house communications departments/specialists but still tend to farm out important PR/advertising business to foreign firms. At the level of the SME, the picture becomes chillingly grim: communications is often a concept that is less half formed than unformed and abandoned – no, not abandoned, disowned. Farmed out to an employee’s university-attending daughter who studied English in the UK or US. And the well-intentioned international businessman would do well to remember that this might be the level of communication he would experience and subsequently come to resent: outcome to avoid…frustration and rage.
Better then to come prepared, set an example, clear the jungle as it were. Better to come with the intention of communicating in a manner that is as effective as it is concise. Whose brevity is matched only by its clarity. And in a manner that doesn’t simply match the message but the cultural dimension as well.
Indeed, finding the Philosopher’s Stone might be easier than finding in Korea a professional communications company that has a practical and academic command of Western and Korean communication styles. Both have something of a mythical nature and both are capable of turning something inert to gold. So the intrepid entrepreneur might have to be something of an adventurer when seeking to do business in Korea. A whip and fedora every bit as necessary as a strong network of connections and the value possessed in a chosen industry.
It really is a jungle out there to those considering doing business in Korea: an overgrown mass of miscommunication that has swallowed many an unprepared entrepreneur and left them never to be seen again. However, the foresight to employ an expert guide, such as Horizon Communications, to help you navigate your way through this unbridled cultural verdancy of sign, signifier and signified might just help turn your business in to the stuff of legend.
Let Horizon Communications be your Philosopher’s Stone.
About Horizon Communications
Horizon Communications is an independent communications company that offers advanced educational and corporate communications services. This company can train, consult and strategize on all matters to do with communications and provides a level of academic and corporate communications expertise, and a level of cultural sensitivity, Western and Korean, lacked by other companies.
Horizon Communications was founded by three like-minded individuals: Sean Ramnarine, Huw-Morgan Evans and Helen Seo.
Sean Ramnarine has an exceedingly unique background. He has a PhD is Pharmacology and a Master’s in professional writing. Using his unique skill set, Sean has taught writing in the UK and has worked in an independent communications capacity for The Korea Herald, Seoul Metropolitan Government, the Korean Government and most of the major Korean corporations. In addition, Sean has taught at several Korean universities and has developed and taught communications content at Inha University.
Huw-Morgan Evans has managed high-end hospitality and retail operations across the globe. After returning to the UK to take up a senior management position in the head office of the world’s 3rd largest retail company, Huw struck out on a new challenge in Korea. In Korea, Huw has developed and implemented a completely new interview procedure for LG; has worked with top level executives from LG, Samsung, governmental bodies and many more; guest lectures on business topics at three of Korea’s top ranked universities; and has helped Korean companies penetrate new markets in Brazil and Mexico.
Helen Seo is the Korean pillar of Horizon Communications. After completing studies in Europe, she undertook a Master’s in Textile Products Marketing at the University of Carolina, a PhD in International Retailing and Consumer Sciences at the University of Tennessee and a post doctoral position in International Trade Policy at George Washington University. Armed with such an academic background in international trade and marketing, Helen had most recently been lecturing at Yonsei University, one of Korea’s top ranked universities, where she was awarded the Lecturer of the Year Award for 2013.
